The customer is always bright (mostly...)

So now I'm going to say some politically incorrect things. If you are a whiny PC type, look away now.

Over the last couple of days I've been enduring the whining emails of a particular client. This client bought the product without RTFM and is now moaning. Her total spend with us was a tiny amount by anyone's standards. The 'manual', so to speak, was plastered clearly in bright lights for all to see and thankfully, thousands of our customers have understood this with no problems. Normally I would take the following approach:

1 View the customer's problem as our problem. Because if the customer doesn't get it that means we need to do better to explain it.
2 Acknowledge and appreciate the feedback and give the client a refund/freebie so they leave your care with a good impression of your company.
3 Make changes so the same problem doesn't happen again.

This is what I mean by 'the customer is always bright' - because they find the problems you may not see, especially where the web is concerned.

However, in the case of this one individual customer, who has been stunningly rude despite our courtesy and is frankly, stunningly stupid, I am not going to give a refund. Nor am I going to change our website. Because if thousands can and one person can't, you have to recognise that sometimes the customer is just a rude moron.